What Makes Fabletics Successful?

Fabletics is one of the biggest fashion brands in the world right now. It took co-founder Kate Hudson just three years to grow Fabletics into a $250 million business. Since its launch, Fabletics has built a small empire within the fashion industry. With celebrity and fashion icon Kate Hudson leading it, there’s no way Fabletics will stop growing.

Fabletics is doing something no one thought possible. It’s challenging Amazon for control of the fashion e-commerce market. Current, Amazon controls 20 percent of that market, but Fabletics is a closing second. Fabletics combines afforded stylish brands with the convenience and special features of a subscription mechanic, which has proven to be a powerful combination.

Over the years, consumer perception of what a high-value brand is has changed. In the past, high-value brands were determined by price and quality. The old determining factors no longer play such a significant role in consumer decision making. These days, people care more things like customer experience and exclusive designs.

Fabletics focused on what’s most important to the modern consumer. After experiencing years of success in the e-commerce market, Fabletics has stepped into the physical world. With 16 retail stores in places like Hawaii, Illinois, Florida, and California, Fabletics is experiencing a new level of success.

Fabletics started a company that focused on giving each member an inventory of specially selected outfits. That same mentality has been applied to every retail store. Fabletics believes in getting to know the local markets to better stock their inventory with locally desirable items.

As a result, the majority of people visiting the stores are already members. Because of the friendly atmosphere and the features of being a member, 25 percent of new visitors become members in store. One brilliant feature that lures people in is the shared shopping cart; both in-store and online shopping carts are linked.

All in all, Fabletics is a brilliant brand. One reviewer even commented about the surprisingly good quality of a pair of Fabletic’s leggings. The compression is great, holds its shape, and doesn’t fade over time. Many of Fabletic’s products feel soft and supported.

The best part about Fabletics is pricing. All of its products are affordable. Members can get two or three items for the same price as one item from another brand. Fabletics also offers a lifestyle quiz for interested visitors.

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